John Andrews, CEO of Collective Bias: “Readers aren’t dumb. If I read three or four articles and everything is unicorns and kittens, that sets my radar off as a consumer. We don’t want canned brand messaging. We want it to be in people’s voices. But at the same time there are branding objectives.” (Ryan Miller)

John Andrews, CEO of Collective Bias, points out ways his firm works to brand companies in social media. (Ryan Miller)